While prior research has extensively studied nutrition labeling use and consumer errors of judgment in the nutrition evaluation process, less attention has been paid to the consumer motivations that simplify the reading of on‐pack nutrition information. To address this gap, this study examines how food consumption goals affect consumer reading of this information. On the basis of a qualitative study, eight food consumption goals have been identified and classified into four types of motivations which impact reading behaviors: “Food Optimization,” “Food Regulation,” “Food Gratification,” and “Food as Mere Necessity.” From this typology, we derive eight on‐pack nutrition information reading heuristics as well as specific inference biases resulting from these simplifying reading strategies. This research also provides guidelines for policymakers so that nutritional messages given to consumers will be more targeted in order to promote better reading of on‐pack nutrition information at the point of sales.
PurposeThis paper aims to explore how consumer groups with limited resources and means of action are able to resist market pressures and how they are sometimes able to modify corporate practices.Design/methodology/approachA case study was carried out in France concerning the mobilization of patients suffering from rare diseases. Two data sources are used: semi‐structured interviews and documentary sources.FindingsIn this extreme context, the activists fight to expand the reach of existing market institutions so that those who do not have access to a treatment can finally benefit from the existence of a drug. In order to reach this goal, activists need to collaborate with the incumbents so that the system can be reformed from the inside. Resistance then becomes a productive act of power for the targeted firms.Originality/valueThis paper emphasizes a case of minor resistance whose aim is not to radically change the market system but rather to propose moderate adjustments which would allow existing market institutions to extend their reach. It also underlines the cooperative and productive dimensions of certain acts of resistance. Finally, by highlighting a case of pro‐consumption resistance, this paper adds to the current debate on the distinction between resistance and anti‐consumption.
L’objectif de cette étude est de mettre en évidence les enjeux de la cyber-résistance pour les entreprises. L’article souligne d’abord les apports du web pour la mise en place d’actions de résistance. Il détaille ensuite les principales modalités d’actions des cyber-résistants, en précisant les spécificités liées au web. Enfin, les réponses stratégiques des entreprises face à la cyber-résistance sont examinées .
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